If the legal marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you will need to generate content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you should make the best of the writing that you can produce. Following are just a few suggestions to help you use the two most commonly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve created some worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it off once or print it and let it stagnate in your reception area. You should distribute that content as widely as is possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I sent it directly to people who have referred me, associates and other professionals?
- Have I linked to it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Is everyone in my firm aware of it and can they explain it further if a client has queries about it?
- Can I turn it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they tend to be presented once then left to become stale. The large amount of effort and time involved in preparing them gets only a one time presentation. To get more benefit from your presentation consider:
- What other companies could I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog discussing topics that arose during the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although some of these suggestions might seem like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it’s far easier to add a small amount of time at the end to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll see that the next time you create content you will feel more positive about how effective the results will be.
John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law marketing, legal marketing and marketing for lawyers, contact John Gray today.